One Portal Sign-In

Five fragmented sign-in experiences collapsed into a single role-adaptive authentication system serving B2B and B2C users across an enterprise insurance platform.

Role: UX/Product Designer · Delaware Life · 2024
Stack: User research (47 interviews)Fullstory user testingInformation architectureAdaptive UX2FA / SSO designFigma

◆ problem

Five disconnected sign-in experiences. 34% of clients logged into the wrong portal monthly. 18% registration abandonment from portal-selection confusion.

◆ solution

Single smart authentication with 2FA, role-adaptive dashboard that personalizes after sign-in, and integrated contextual support.

◆ impact

Auth success 73% → 94%. Session duration +45%. Support calls −67%. Feature usage +78%.

§01 · problem

Five sign-ins, five user types, one identity crisis.

Pain points and user friction analysis — Pain points across the five legacy portals

The organization operated five disconnected sign-in experiences across B2B and B2C touchpoints. Every user role had a different portal, a different credential set, a different layout. Users were drowning before they ever reached the product.

cognitive overload · multiple credentials per role, inconsistent interfaces, no single mental model.
operational drag · 34% of clients logged into the wrong portal monthly, consuming 23% of support time.
abandonment · 18% of new users abandoned registration just from portal-selection confusion.

§02 · users

Five user types, one product.

Five distinct user types had to coexist on the same authentication surface: individual policy holders, business/B2B clients, customer service representatives, agents, and back-office administrators. Each carried a different permission set and a different need from the first three seconds of the session.

§03 · process

22-week build, 47 user interviews.

Design process and methodology steps — 22-week design lifecycle

I led the complete design lifecycle: research, information architecture, visual design system, user testing, and engineering handoff.

research (6 weeks) · 47 user interviews across all five roles; ecosystem mapping; 2FA integration specs.
information architecture (4 weeks) · journey mapping and flow optimization to find intuitive entry and exit points.
visual design (5 weeks) · cohesive design system and high-fidelity prototypes for each role context.
user testing (4 weeks) · moderated Fullstory sessions across all five roles with iterative refinement.
implementation (3 weeks) · spec docs, design reviews, QA testing during engineering translation.

§04 · solution

Smart authentication, role-adaptive dashboard.

Unified sign-in interface — One sign-in surface, all five user types

Role-adaptive dashboard after sign-in — Role-adaptive dashboard after authentication

single smart sign-in · one credentialed entry point with 2FA capability.
role-adaptive dashboard · content and permissions personalize after auth rather than gating before it.
contextual support · in-portal help surfaced based on the current task.
unified business view · policy portfolio visibility with state-level filtering for multi-state operators.

§05 · outcomes

Measurable lift across every metric.

Producer portal post-launch interface — The shipped Producer surface

94% authentication success (up from 73%).
+45% session duration increase.
−67% support calls.
+78% feature usage growth.
Simplified legacy policy access for existing users.

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